Promoting the use of research

I agree with many of the views expressed in “Integrate expectations” (MW September 8). However, the article implied that promotional research is a recent and relatively unskilled phenomenon.

In 1985 KLP formed Promotional Insights, which works exclusively in the area of promotional research. Just over a year ago FKB set up Lacuna Research, its own research division. The potential to grow was limited by the fact that both companies were owned by promotions agencies. In recognition of this, we established Illuma Research earlier this year.

Promotional research is becoming well-established in the UK. The main limitation to growth is not a lack of will by brand-owners or sales promotion agencies to put their money where their mouths are; it is the ability (or unwillingness) of many researchers and promoters to speak each other’s language.